Lure shows how much you want a product. It's indicated by little strawberry symbols. You can set the lure for items on your wishlist, or on the product pages for some items that are in the system but aren't available for purchase yet.

I found an example for you: link

NOT a stupid question!! It is only stupid if you do not ask. This was one I struggled with for awhile when I started.

Not stupid at all! I'm actually really glad you asked this!!

Thanks Coralbell! That really helped